For some time now, advertising has been a thorn in the side of weed companies. Censorship on multiple platforms doesn’t help matters, and the effects of these outdated measures can be seen in the numbers. But now, Google seems to be timidly moving to change this, by launching a pilot program to allow cannabis ads in Canada.
The initiative, according to STRATCANN, will be available exclusively to federally licensed cannabis producers in the country, which are regulated through the health system. This pilot project will last 20 weeks, starting on August 25. Its objective, according to the company, is to “explore user interest and inform potential future policy updates.”
For now, Google already allows ads from CBD companies, but only in California, Colorado, and Puerto Rico, and not without first submitting an application. This allows them to appear in search results (SERPs), provided they pay to do so. Now, this possibility will be expanded to eligible Canadian companies. It’s worth noting that users have the option to disable ads they don’t wish to see.
Is this a glimmer of hope for cannabis companies in general? Only time will tell. For now, companies, users, promoters, educators, and health professionals alike are suffering the effects of censorship on YouTube, Instagram, Facebook, TikTok, and Google. To be able to share their content, they often have to resort to all sorts of twists and turns and navigate the ever-changing and unclear regulations, risking blockages and with significantly limited freedom of expression.
X (formerly Twitter), for its part, attempted to allow weed advertising, but it was not well received by companies, who expressed disappointment with the demands and obstacles to accessing the service.
As things stand, social media platforms have yet to adapt to the current reality. They’re still adopting confusing, shifting, and inconsistent stances regarding cannabis, especially considering that other, much more problematic businesses, such as tobacco, alcohol, and gambling, don’t always have the same restrictions.
Considering that marijuana is not just a plant that grows from the ground, but a medicine on which thousands of people depend, it is imperative to guarantee free access to information and responsible education. Censorship and secrecy don’t protect us; quite the opposite: they spread stigma and misinformation, and limit access to life-saving treatments.
Information is power, and it’s time for the platforms to catch up.
